Nokia Supports "Starbucks" Scenario

  |  February 10, 2005   |  Comments

A new wireless marketing platform uses 'point servers' to deliver offers and service alerts via Bluetooth.

Nokia unveiled a platform that supports short-range transmissions of marketing offers and service alerts to mobile phones.

Called Nokia Local Marketing, the system is based on "point servers" that use Bluetooth (define) and other close-range radio technologies to convey a message when a person walks by a service module.

Nokia suggested ideal applications include the quick transfer of restaurant specials and menus, retail offers, transit schedules, and news headlines. Offers and alerts are targeted according to predefined user preferences, but the company did not immediately make clear how that would be implemented. Nokia may intend that service alerts such as train schedules be the main draw for consumers, who will then opt in to receive offers from advertisers. The company did not immediately return a call seeking comment.

In a joint venture, Nokia and client Coca-Cola will demonstrate the service in action at the 3GSM conference in Cannes next week. Interested attendees can use it to get Coke coupons, video clips, and wallpaper. The platform will be made commercially available in the third quarter of 2005.

"The Nokia Local Marketing Solution brings relevant services to consumers at the right time, and in the right place," said Sakari Kotola, director of Nokia Ventures, in a statement. "This is focused marketing, and it all happens on the consumer's own terms."

The platform does not deliver messages to a phone's inbox. Rather, it works by routing messages into separate folders containing "service bookmarks" and "coupons." These can be perused at the handset owner's leisure.

The service will be offered through operators and service providers and will require the installation of Nokia's client software on consumers' handsets. Messages are transmitted when a capable phone passes any of Nokia's service points.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...